Marketing is making marketing unnecessary.
In the highly competitive market environment, products are too difficult to distinguish, that is, homogenization. Therefore, the differentiation of products and brands has become the routine work and eternal theme of product development and brand marketing. However, many companies have done a lot of differentiating work, and the products have been put on the market with no sound. Obviously, differentiation has not played a role. This shows that not all differentiation has market value. Differentiation must be the difference that the market can sell, and the difference that is welcomed by customers!
When I study and observe, effective differentiation, the first difference must be correct, the second must be greater, otherwise it is invalid.
The correct difference must be that consumers are optimistic and competitors cannot.
To make a difference, we must first look for the right and satisfy the needs of consumers. This is a prerequisite job for all marketing tasks that need to be done.
It may be that the market competition is too fierce, the products and brands are too homogenous, and the company's expectation for making a difference is too strong. Some marketers have inverted the means and purpose, and there are differences in the products that are launched. There is no demand, and the products are forgotten. It is used to meet the consumer needs of this fundamental, has become a closed-door car maker, entertain themselves. Do consumers need an eye-protecting yogurt? No, this is the company's wishful thinking. "Crystal yogurt" from the name to the composition (rich in lutein, taurine, vitamin A, zinc and other four eye care factor) has a significant difference, can eventually return without success.
The correct differentiation must be that consumers are optimistic and competitors do not have two elements at the same time. The cups that are comparable to the big bottles of the red jars and more treasures and fragrant flutters are significantly different from the artificial tea purified water, compared to the milk tea sold in street stores, and the farmer's springs that only serve as porters for nature. At the same time, it is completely positive to meet the needs of consumers and is an excellent differentiated product.
Second, the difference must be made large enough.
Many products are not sufficiently differentiated and trivial to generate marketing momentum. If you make a difference, you cannot feel good about yourself. A small number of differences is not as significant as one difference. Some companies introduced three black walnuts (black peanuts, black sesame seeds, black beans + walnuts). It would be better to make a pure black peanuts to achieve a greater degree of differentiation. COFCO took over the grain of Dojo and launched "original chicken soup noodles". The “secret beef noodlesâ€, “spicy pork bone noodle soupâ€, “spicy beef noodle soup†and other innovative products are far less powerful than the original “non-fried†words.
In another case, there are differences in products, but they are hidden in the products and cannot be seen. How to do? Need to do conversion work to externalize the internal differences and make the difference visible!
For example, in the United States, Purdue Chicken has been improved in breeds and uses special feeds to make the chicken skin golden brown, which can be discerned at a glance. Although it is also important to increase the nutritional value of this kind of chicken, the most important thing is to realize the externalization of the difference. To achieve this, a good product can speak for itself. A good example of this is Jiapei kiwifruit, a yellow flesh of New Zealand.
Huiyuan orange, as a latecomer to the market for fresh oranges, sells “sterile cold cans†and consumers are indifferent because the difference is not perceived by consumers. The Coca-Cola company's Minute Maid "fruit orange", tablets in the eyes, fresh and drinkable to see! Needless to say, we will come from behind.
Differentiating ideas and methods
Gathering and specializing in differentiating specialized expert products and brands is an important method of differentiation, especially in competition with brand extension companies. Wahaha is a big player in the food and beverage industry, but in the Almond Lobe market, however, Chengde “Luluâ€, its Edison milk powder in the most particular professional infant milk powder market has not been accepted by the market.
The superiority and longevity of the differentiated leader of the Boss Boss is not abolished. Therefore, the opposite of the Boss is its “Gate of Life†and it is the easiest to capture. The more powerful the boss is, the clearer the features are, and the easier it is for the challenger to find opportunities for differentiation on its opposite side. Coca-Cola is a classic, Pepsi is young; when everyone is still fighting for 100% juice, the first low-concentration fruit juice "fresh orange" is unveiled; iphone4 has created a 3.5-inch standard screen, Samsung introduced 4.3, 5.3 series Big screen.
Note that what we are talking about here is not dry. If you are more than dry, as if you want to declare that your roast duck is more authentic than Quanjude, no one will believe it.
To change the orientation of differentiated collagen to be “drug,†take it out of the medicine chest and place it on a snack table. The market soared from 600 million to 5 billion. Of course, the product must be made into a snack-like form: "Ejiao Crystal Jujube" "Peach Hime Ejiao Cake" and "Ejiao Honey Poultice"; the old bags of black sesame paste in the south belong to middle-aged and old people, and it is put into a convenient fashion "Love Cup". "In the wake of Wang Lihong's call, it became the new darling of the young generation's consumerism. The old brand revived the second spring, and the old bags were also sold hot.
Differentiating the branding brand to form a difference in brand value and image can transcend the attributes of the tangible product's material efficacy level and create differences in the consumer's cognition to shape the image. This is the ultimate method to deal with serious homogenization of products. For example, it seizes unique origin resources and acts as a representative brand in its production areas; it uses differentiated cultures to make a difference to highlight its brands; it stands out from the industry with a high standard of one step ahead; even adopts a favorite brand image or a spokesperson for the image, it can be formed. Brand differentiation.
The brand is the soul of the product and the product is the brand carrier. The two complement each other. Excellent brands and best-selling products, whether internal or external, should all have differences, and be content rich and unique. Because it is unique, it cannot be replaced.
In the highly competitive market environment, products are too difficult to distinguish, that is, homogenization. Therefore, the differentiation of products and brands has become the routine work and eternal theme of product development and brand marketing. However, many companies have done a lot of differentiating work, and the products have been put on the market with no sound. Obviously, differentiation has not played a role. This shows that not all differentiation has market value. Differentiation must be the difference that the market can sell, and the difference that is welcomed by customers!
When I study and observe, effective differentiation, the first difference must be correct, the second must be greater, otherwise it is invalid.
The correct difference must be that consumers are optimistic and competitors cannot.
To make a difference, we must first look for the right and satisfy the needs of consumers. This is a prerequisite job for all marketing tasks that need to be done.
It may be that the market competition is too fierce, the products and brands are too homogenous, and the company's expectation for making a difference is too strong. Some marketers have inverted the means and purpose, and there are differences in the products that are launched. There is no demand, and the products are forgotten. It is used to meet the consumer needs of this fundamental, has become a closed-door car maker, entertain themselves. Do consumers need an eye-protecting yogurt? No, this is the company's wishful thinking. "Crystal yogurt" from the name to the composition (rich in lutein, taurine, vitamin A, zinc and other four eye care factor) has a significant difference, can eventually return without success.
The correct differentiation must be that consumers are optimistic and competitors do not have two elements at the same time. The cups that are comparable to the big bottles of the red jars and more treasures and fragrant flutters are significantly different from the artificial tea purified water, compared to the milk tea sold in street stores, and the farmer's springs that only serve as porters for nature. At the same time, it is completely positive to meet the needs of consumers and is an excellent differentiated product.
Second, the difference must be made large enough.
Many products are not sufficiently differentiated and trivial to generate marketing momentum. If you make a difference, you cannot feel good about yourself. A small number of differences is not as significant as one difference. Some companies introduced three black walnuts (black peanuts, black sesame seeds, black beans + walnuts). It would be better to make a pure black peanuts to achieve a greater degree of differentiation. COFCO took over the grain of Dojo and launched "original chicken soup noodles". The “secret beef noodlesâ€, “spicy pork bone noodle soupâ€, “spicy beef noodle soup†and other innovative products are far less powerful than the original “non-fried†words.
In another case, there are differences in products, but they are hidden in the products and cannot be seen. How to do? Need to do conversion work to externalize the internal differences and make the difference visible!
For example, in the United States, Purdue Chicken has been improved in breeds and uses special feeds to make the chicken skin golden brown, which can be discerned at a glance. Although it is also important to increase the nutritional value of this kind of chicken, the most important thing is to realize the externalization of the difference. To achieve this, a good product can speak for itself. A good example of this is Jiapei kiwifruit, a yellow flesh of New Zealand.
Huiyuan orange, as a latecomer to the market for fresh oranges, sells “sterile cold cans†and consumers are indifferent because the difference is not perceived by consumers. The Coca-Cola company's Minute Maid "fruit orange", tablets in the eyes, fresh and drinkable to see! Needless to say, we will come from behind.
Differentiating ideas and methods
Gathering and specializing in differentiating specialized expert products and brands is an important method of differentiation, especially in competition with brand extension companies. Wahaha is a big player in the food and beverage industry, but in the Almond Lobe market, however, Chengde “Luluâ€, its Edison milk powder in the most particular professional infant milk powder market has not been accepted by the market.
The superiority and longevity of the differentiated leader of the Boss Boss is not abolished. Therefore, the opposite of the Boss is its “Gate of Life†and it is the easiest to capture. The more powerful the boss is, the clearer the features are, and the easier it is for the challenger to find opportunities for differentiation on its opposite side. Coca-Cola is a classic, Pepsi is young; when everyone is still fighting for 100% juice, the first low-concentration fruit juice "fresh orange" is unveiled; iphone4 has created a 3.5-inch standard screen, Samsung introduced 4.3, 5.3 series Big screen.
Note that what we are talking about here is not dry. If you are more than dry, as if you want to declare that your roast duck is more authentic than Quanjude, no one will believe it.
To change the orientation of differentiated collagen to be “drug,†take it out of the medicine chest and place it on a snack table. The market soared from 600 million to 5 billion. Of course, the product must be made into a snack-like form: "Ejiao Crystal Jujube" "Peach Hime Ejiao Cake" and "Ejiao Honey Poultice"; the old bags of black sesame paste in the south belong to middle-aged and old people, and it is put into a convenient fashion "Love Cup". "In the wake of Wang Lihong's call, it became the new darling of the young generation's consumerism. The old brand revived the second spring, and the old bags were also sold hot.
Differentiating the branding brand to form a difference in brand value and image can transcend the attributes of the tangible product's material efficacy level and create differences in the consumer's cognition to shape the image. This is the ultimate method to deal with serious homogenization of products. For example, it seizes unique origin resources and acts as a representative brand in its production areas; it uses differentiated cultures to make a difference to highlight its brands; it stands out from the industry with a high standard of one step ahead; even adopts a favorite brand image or a spokesperson for the image, it can be formed. Brand differentiation.
The brand is the soul of the product and the product is the brand carrier. The two complement each other. Excellent brands and best-selling products, whether internal or external, should all have differences, and be content rich and unique. Because it is unique, it cannot be replaced.
Medical Cold Patch
Patch for diarrhea
[Name] Medical Cold Patch
[Package Dimension] 5cm 4pieces/box
The pain relief patch is composed of three layers, namely, backing lining, middle gel and protective film. It is free from pharmacological, immunological or metabolic ingredients.
[Scope of Application] For cold physiotherapy, closed soft tissue only.
[Indications]
The patches give a fast relief for diarrhea.
[How To Use a Patch]
Please follow the Schematic Diagram. One piece, one time.
The curing effect of each piece can last for 6-8 hours.
[Attention]
Do not apply the patch on the problematic skin, such as wounds, eczema, dermatitis,or in the eyes. People allergic to herbs and the pregnant are advised not to use the medication. If swelling or irritation occurs, please stop using and if any of these effects persist or worsen.notify your doctor or pharmacist promptly. Children using the patch must be supervised by adults.
[Storage Conditions]
Store below 30c in a dry place away from heat and direct sunlight.
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Shandong XiJieYiTong International Trade Co.,Ltd. , https://www.xjpatches.com